OBJECTIVES

Top tier Australian law firm, Clayton Utz, required a relevant and engaging message for their 2007 Season’s Greeting campaign. Over the previous few years, the firm has been sending progressively fewer hard copy greetings, and more electronic greetings.

STRATEGY/EXECUTION

Enso Consultancy developed a campaign concept around the message of environmentalism and the commitment Clayton Utz has made to the conservation of paper. The hard copy card featured a ‘cut out’ paper tree to draw attention to recycling, and a driver to an online version featuring a ‘paper tree’ animation. Hard copy card recipients who followed through to the electronic greeting were given the opportunity to elect to switch to receiving electronic greetings in the future.

OUTCOMES

The campaign presented a unique and engaging season’s greeting in both hard copy and electronic format. Promotion of firm’s commitment to environmental conservation was also achieved. A significant number of hard copy recipients elected to receive future greetings in electronic format which will further assist in the reduction and management of the firm’s environmental footprint.